First, Google usually starts with your HTML title tag (the title you set in RankMath/Yoast or inside your page settings). This is still the most important “title source,” but it works best when it’s clean and accurate. If your title is too long, stuffed with keywords, or doesn’t match the page content, Google may rewrite it using other on-page signals. A strong title tag is simple: keep it around 50-60 characters, put the main keyword near the front, add a clear benefit, and avoid repeating the same words or city names. For local pages, use a natural format like “SEO Services in Dubai – More Leads & Rankings | Search Engine Genie” instead of “SEO Dubai, SEO Company Dubai, Best SEO Dubai, Dubai SEO Agency.”

Next, Google looks at your on-page headings, especially the H1 (your main page heading) and important H2/H3 subheadings. If your H1 is clearer than your title tag-or if your title tag looks templated across many pages-Google may pull your H1 as the search title. That’s why your title tag and H1 should match in meaning even if the wording is slightly different. Your headings should also be easy to skim: use short sections, bullet points, and “quick answer” style lines so Google and users understand the page fast. A good structure includes what you offer, who it’s for, what’s included, service areas, and proof (case studies, testimonials, results).

Google also uses page content and the search query itself to decide what title best fits. If someone searches “local SEO audit for car rental company” but your title is generic like “Home” or “Services,” Google might replace it with a line from your content that better matches the query. To reduce rewrites, keep the page focused on one main intent, mention your primary keyword naturally in the first 100 words, and support it with related phrases. For example, target one main keyword like “SEO Services for Car Rental Companies” and support it with phrases like “increase car rental bookings,” “local SEO,” “Google Maps ranking,” and “airport car rental keywords.”

Another influence many people miss is backlink anchor text-the words other websites use when linking to your page. If multiple sites link using a phrase like “car rental SEO agency,” Google may treat that as a clue about your page topic and sometimes reflect that language in your snippet title. This is one reason why quality links matter beyond ranking alone: they also shape how Google interprets your content. A smart local angle is to strengthen relevance through your Google Business Profile (GBP) and Google Maps signals. If you serve multiple cities, build location pages (example: “SEO Services in Dubai,” “SEO Services in Sharjah”) and connect them with GBP services, posts, and consistent NAP citations-this improves both map visibility and organic click-through.

Now for the “do this next” part: audit your top pages where Google rewrites titles, then align your title tag + H1 + page intro so they all communicate the same promise. Add one supportive image or screenshot (your title tag settings in WordPress, plus a “before/after” search snippet example), compress images to WebP to keep the page fast, and internally link to your key services like GBP optimization, SEO services, Core Web Vitals/PageSpeed optimization, and security audits. If you want, send your website URL and your target city, and I’ll suggest optimized title tags and H1s that are more likely to stick in Google and drive more clicks.